The marketing information system of the tourism enterprise Sergiy Kravtsov

Characteristics 
of the internal 
environment: 
- the analysis of 
business; 
- the assessment 
of customer 
service; 
communications 
planning 
Minimum 
Standard 
Characteristics 
of competitive 
environment: 
- the number of 
competitors; 
- locations; 
- prices; 
- other similar 
information 
Maximum 
Characteristics 
of macro 
environment: 
- quantitative 
characteristics; 
- behavioral 
characteristics 
Expert 
 
 
 
The forecasting, 
the modeling,
the budgeting 

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8 
Tour agents receive the information about tour operators offers already in processed form (price 
lists). Tour agents have access to such information on a tour operator agency sites. The companies 
don’t have the program that would aggregate all offers. Tour agents often use questionnaires and 
oral interviews among consumers to get information about their attitude to a particular tour 
operator services. 
Agents do not make special market research to obtain information about potential customers. The 
data are only based on the opinion and the experience of the staff, the correctness of such 
information is questionable. Tour agents often have limited information about the activities of 
competitors. This information is also collected by manager and it is untreated, not generalized and 
based only on observation. Gathering information about the macro environment is made by 
observation, on the base of external monitoring of primary external sources and spontaneous 
awareness of the staff. This process is also made by manager and director sometimes. Tourism 
enterprises often do not have a system of collection and analysis of the data.